The following is a collection of marketing and promotional actions that have been found, over the years, to have been successful in medical practices. It is a mix of traditional marketing, online marketing and social media marketing.
As you go through the list, you may notice actions you have already implemented. You may also come across activities which you have no interest in.
Realize that no one practice is the same and thus not each of these points will work for you, but I thought it might be helpful and thought you could use this list to develop personalized programs for you for your practice.
1. Providing the highest quality dental care and service to your patients. This creates great word of mouth.
2. Getting your staff further training for their jobs as well as a general staff member. A highly trained and professional staff can make all the difference in the world. As part of this there should be job descriptions for each job and good general policy for the staff to following.
3. Encouraging referrals – when a new patient calls in, find out who referred them. This of course is done by the receptionist over the phone. Make a point to acknowledge the person whom referred the new patient. For example, if Sally Smith referred the patient, the receptionist would say something such as “My, Sally Smith’s such a nice lady, isn’t she? It was so kind of her to recommend our services to you!” This if the first time the new patient hears about referrals.
The new patient then comes into the office and fills out a New Patient form on which it has a question, “Who may we thank for referring you?” This is the second time the new patient’s attention has been directed to the idea of “referrals”.
Finally, the Doctor introduces himself to the new patient, looks at the forms, and notes who the patient has been referred by and says, “I see Sally Smith referred you. We all really enjoy her.” This is the third time the patient has thought about referrals. This impresses upon the new patient the fact that referring new people to the practice is very much encouraged and is appreciated.
4. Meeting with professionals and businesses in a related field to yours and providing promotion and information about your practice to create potential referral sources for new clients.
5. A modern web-site that is inviting, provides information and turns curious patients into future patients.
6. A Facebook page created to promote your practice.
7. A Linkedin page to promote your practice.
8. Writing a blog that promotes you practice by providing useful information to your prospective patients.
9. Website has been optimized so that when any prospective patient is searching the web your practices website is on the first page and stands out as the place to get what ever service the patients needs.
10. Using Google Maps, Yelp and Angie’s list to help prospective patients find out. This also helps you stand out on the web.
11. Other forms of social media to promote your practice.
12. Send a “thank you” letter to all clients/patients who have referred new people to the practice.
13. Send flowers to all patients/clients who refer.
14. Send gift certificates for dinner to people who have referred more than 5 new clients/patients.
15. In conversation with every person you meet, let them know the 3 W’s. Those are WHO you are, WHAT you do, and WHERE you are located. When indicating where your practice is located, mention landmarks that are easily visible. Sometimes an address is not really enough. Always offer a business card.
16. On the back of your business cards, print some sort of “offer”, such as “free exam, x-ray and consultation, stating the usual cost for such a service. Include an “expiration date” for the offer extended. If when you give a card to someone who has a doctor already, suggest that they pass the card onto someone else who might be in need of your services.
17. Arrange speaking engagements. Acquire a list of all clubs and groups in your area from your local Chamber of Commerce. Contact these organizations and offer to give a short lecture on some topic of interest. At the end of your talk, pass out business cards and practice brochures.
18. Become active in sponsoring things such as a baseball team. This gets you out into the community and creates goodwill. Send letters to the parents and children involved letting them know who you are and that you appreciate donation your time to the activity.
19. Arrange to give presentations at schools. Prepare handout packets to give the children after the presentation. Include things such as stickers, balloons, toothbrushes, anything that my have your logo on it, a letter to the parents introducing yourself, business cards, brochure, complimentary offer.
20. Create attractive displays in your reception area which communicates more information to your patients/clients on the services you offer. Remember that generally speaking people are coming to you initially because of some problem. They may not know what else you can do for them.
21. Send a practice brochure or some sort of information letter with all statements.
22. When you go to a restaurant, and you leave a tip, leave on your business cards along with a generous tip.
23. Send Birthday cards and Christmas cards.
24. Send a “Welcome to the Practice” letter to all new patients/clients.
25. Always greet patients and clients by name. If you run into a client or patient when you are out in the community, and cannot remember their name, greet them warmly just the same. Always make people feel important.
26. Send out a regular newsletter; monthly or quarterly.
27. Promote broadly with Direct mail.
28. Make up coupon books with discount coupons for your client/patients to use or give to friends.
29. Run regular newspaper ads. Keep the ad simple and readable in approximately three seconds.
30. Be enthusiastic about what you are doing at all times. If you’re enthusiastic, you’ll attract enthusiastic clientele. Discuss this regularly with your staff.
31. Create “clubs” for your patients and clients such as a “No Cavity” club for a dental practice or a “Weight Loss” club for veterinary clients with pets on diets.
32. Give gifts to youngsters (pumpkins at Halloween, stockings at Christmas.)
33. Give toys to child patients. For veterinary practices, give a low cal pet snack to the per after each visit.
34. Send notes to good patients and clients who are adhering to your treatment plans.
35. Hold patient or client appreciation events.
36. Serve coffee and tea to patients/clients in your reception area.
37. Place brochures for special services in businesses that cater to clients who may be interested in your services. For example, for the dental practice, place brochures on cosmetic dentistry tanning and beauty salons. For the veterinary practice, place brochures in Grooming Parlors. For the podiatry practice, place brochures in shoe stores.
38. Give lectures to high school students for career days. Hand out promotional packets as with the earlier mentioned school presentations.
39. Show educational films in your practice on interesting and informative topics.
40. Send flowers or some other gift after a patient or client has completed a large case.
41. Place a sign in your reception area stating that you do accept new patients.
42. Establish new office hours (offering extended hours).
43. Redecorate the office to create a more contemporary look.
44. Add new, unusual attractions to your reception area.
45. Create marketing incentives for your staff.
46. Hire a marketing coordinator.
47. Design new practice stationary.
48. Design new office signs.
49. Create a practice brochure.
50. Send feature articles to newspaper editors.
51. Hold open houses.
52. Give office tours.
53. Put on an educational fair for the community.
54. Create displays for public places.
Thursday, January 19, 2012
Wednesday, January 11, 2012
HOW TO FIX YOUR PRACTICE
PRACTICE DIAGNOSTIC CHECKLIST
A practice, like any other business, must run like a well-oiled machine.
We know that a machine functions only if the gears are aligned properly, the pistons
are oiled correctly, etc. To do a proper diagnostic of a machine, we must check that all
the lines are connected, there are no wires crosses, it is oiled, aligned, there is fuel and
that it is flowing properly.
As the owner or manager of a practice or clinic you are its “mechanic”,
the “technician” responsible for ensuring the smooth operation of the machine (your
practice) and its long term operation.
Obviously, it is very important to be able determine the well being of a practice,
clinic or any other business for that matter. The truth is that the health of your patients
depends on the continued smooth operation of your practice. So it is clear that the
smooth operation of your “machine” is very important. But how do you determine what
needs to be fixed or if anything needs to be fixed at all? There could be hundreds and
hundreds of things that might be the cause of a poorly running machine. It could be
a fuel line, crossed wires, a missing nut or bolt, etc. Only if we run a proper and rapid
diagnostic can we locate the real cause and repair it.
I’ve found that when one point on this checklist breaks down, generally the rest start
to follow.
The use of this checklist provides a tool to diagnose what is wrong with a medical
practice and provides direction for a full repair of the practice. The list lays out each
operation in relation to the others and in the order of importance one should address
them. Start from the top and work your way down, point by point marking which is in and
which is out.
From there you can determine what steps and actions you need to take to get any
points that are out back in and as a result improve the general operation of your practice
and get it humming again.
Again, this checklist is laid out in order of importance.
_______
1. Brochures and information sheets on the different services, important client
information, etc that enlighten your patients on everything you have to offer them
in broad circulation.
IN: _____ OUT: _____
2. Proper receipt of incoming communication such as calls, mail or email. Keeping
it on the correct organizational channels, handling it quickly with no undue wait by
the sender: ensuring that payments are correctly invoiced, calls are properly
routed and messages taken are routed to the right person to handle.
IN: _____ OUT: _____
3. Responding the same day to all inquiries by the doctor or other practice staff.
IN: _____ OUT: _____
4. Seeing all patients at scheduled times, with no wait.
IN: _____ OUT: _____
5. Verifying payment method when scheduling appointment and when the patient
comes in for treatment.
IN: _____ OUT: _____
6. In each examination or treatment presentation do a comprehensive examination
and sell the patient on the full health program necessary to get them doing as
well as possible.
IN: _____ OUT: _____
7. Pre-appointment each patient that comes in for their next visit.
IN: _____ OUT: _____
8. Filling all prescriptions and other cash orders quickly (immediately as possible )
and giving good service. No lost orders.
IN: _____ OUT: _____
9. Collecting payment immediately after service has been provided.
IN: _____ OUT: _____
10. Run an internal referrals campaign to get your staff to activate patients to bring
new patients in. Use games and awards to make it exciting for your staff.
IN: _____ OUT: _____
11. Run an external referrals campaign to get your patients activated to bring new
patients in. Use games and awards to make it exciting for your patients.
IN: _____ OUT: _____
12. Offering and up selling additional general services or products provided by your
practice.
IN: _____ OUT: _____
13. Deliver the best possible treatments with the fullest possible improvements for the patient.
IN: _____ OUT: _____
14. Keeping record of all inquires as potential future clients. You should have at least
their contact information for fallow up calls and mailings.
IN: _____ OUT: _____
15. Keeping accurate and complete records (either computer records or paper files)
on every patient receiving service or who has ever received service.
IN: _____ OUT: _____
16. Training patients on proper care to address whatever ailment and to give them
greater knowledge in how to better care for themselves.
IN: _____ OUT: _____
17. Staying connected to your patients between appointments by use of social media
marketing (such as facebook, Linkedin, tweeter, etc), sending out regular
newsletters or information letters. Ensure it is informative, briefs then on the
practice, upcoming specials, services your practice provides, etc.
IN: _____ OUT: _____
18. Contacting new patients by use of traditional marketing and social media
marketing (such as facebook, Linkedin, tweeter, blogs, etc), posting ads where potential
new patients may find see them.
IN: _____ OUT: _____
19. Regularly work on reactivating past clients and getting them back in the office to
complete their wellness programs or come back in for a new comprehensive
examination and further treatment.
IN: _____ OUT: _____
20. Handle business affairs properly. Such as bill payments, updating addresses,
administering special offers, hiring of well qualified staff, etc.
IN: _____ OUT: _____
21. Keep all legal basics in. Such as properly handling insurance claims, taxes, etc.
Also, keeping in good order with the bank.
IN: _____ OUT: _____
22. Keeping the public image good by keeping bad reviews out of the internet as
necessary.
IN: _____ OUT: _____
23. Answering general letters, emails and calls.
IN: _____ OUT: _____
24. Acknowledging staff through an awards game, bonuses and social gatherings for
staff.
IN: _____ OUT: _____
A practice, like any other business, must run like a well-oiled machine.
We know that a machine functions only if the gears are aligned properly, the pistons
are oiled correctly, etc. To do a proper diagnostic of a machine, we must check that all
the lines are connected, there are no wires crosses, it is oiled, aligned, there is fuel and
that it is flowing properly.
As the owner or manager of a practice or clinic you are its “mechanic”,
the “technician” responsible for ensuring the smooth operation of the machine (your
practice) and its long term operation.
Obviously, it is very important to be able determine the well being of a practice,
clinic or any other business for that matter. The truth is that the health of your patients
depends on the continued smooth operation of your practice. So it is clear that the
smooth operation of your “machine” is very important. But how do you determine what
needs to be fixed or if anything needs to be fixed at all? There could be hundreds and
hundreds of things that might be the cause of a poorly running machine. It could be
a fuel line, crossed wires, a missing nut or bolt, etc. Only if we run a proper and rapid
diagnostic can we locate the real cause and repair it.
I’ve found that when one point on this checklist breaks down, generally the rest start
to follow.
The use of this checklist provides a tool to diagnose what is wrong with a medical
practice and provides direction for a full repair of the practice. The list lays out each
operation in relation to the others and in the order of importance one should address
them. Start from the top and work your way down, point by point marking which is in and
which is out.
From there you can determine what steps and actions you need to take to get any
points that are out back in and as a result improve the general operation of your practice
and get it humming again.
Again, this checklist is laid out in order of importance.
_______
1. Brochures and information sheets on the different services, important client
information, etc that enlighten your patients on everything you have to offer them
in broad circulation.
IN: _____ OUT: _____
2. Proper receipt of incoming communication such as calls, mail or email. Keeping
it on the correct organizational channels, handling it quickly with no undue wait by
the sender: ensuring that payments are correctly invoiced, calls are properly
routed and messages taken are routed to the right person to handle.
IN: _____ OUT: _____
3. Responding the same day to all inquiries by the doctor or other practice staff.
IN: _____ OUT: _____
4. Seeing all patients at scheduled times, with no wait.
IN: _____ OUT: _____
5. Verifying payment method when scheduling appointment and when the patient
comes in for treatment.
IN: _____ OUT: _____
6. In each examination or treatment presentation do a comprehensive examination
and sell the patient on the full health program necessary to get them doing as
well as possible.
IN: _____ OUT: _____
7. Pre-appointment each patient that comes in for their next visit.
IN: _____ OUT: _____
8. Filling all prescriptions and other cash orders quickly (immediately as possible )
and giving good service. No lost orders.
IN: _____ OUT: _____
9. Collecting payment immediately after service has been provided.
IN: _____ OUT: _____
10. Run an internal referrals campaign to get your staff to activate patients to bring
new patients in. Use games and awards to make it exciting for your staff.
IN: _____ OUT: _____
11. Run an external referrals campaign to get your patients activated to bring new
patients in. Use games and awards to make it exciting for your patients.
IN: _____ OUT: _____
12. Offering and up selling additional general services or products provided by your
practice.
IN: _____ OUT: _____
13. Deliver the best possible treatments with the fullest possible improvements for the patient.
IN: _____ OUT: _____
14. Keeping record of all inquires as potential future clients. You should have at least
their contact information for fallow up calls and mailings.
IN: _____ OUT: _____
15. Keeping accurate and complete records (either computer records or paper files)
on every patient receiving service or who has ever received service.
IN: _____ OUT: _____
16. Training patients on proper care to address whatever ailment and to give them
greater knowledge in how to better care for themselves.
IN: _____ OUT: _____
17. Staying connected to your patients between appointments by use of social media
marketing (such as facebook, Linkedin, tweeter, etc), sending out regular
newsletters or information letters. Ensure it is informative, briefs then on the
practice, upcoming specials, services your practice provides, etc.
IN: _____ OUT: _____
18. Contacting new patients by use of traditional marketing and social media
marketing (such as facebook, Linkedin, tweeter, blogs, etc), posting ads where potential
new patients may find see them.
IN: _____ OUT: _____
19. Regularly work on reactivating past clients and getting them back in the office to
complete their wellness programs or come back in for a new comprehensive
examination and further treatment.
IN: _____ OUT: _____
20. Handle business affairs properly. Such as bill payments, updating addresses,
administering special offers, hiring of well qualified staff, etc.
IN: _____ OUT: _____
21. Keep all legal basics in. Such as properly handling insurance claims, taxes, etc.
Also, keeping in good order with the bank.
IN: _____ OUT: _____
22. Keeping the public image good by keeping bad reviews out of the internet as
necessary.
IN: _____ OUT: _____
23. Answering general letters, emails and calls.
IN: _____ OUT: _____
24. Acknowledging staff through an awards game, bonuses and social gatherings for
staff.
IN: _____ OUT: _____
Saturday, January 7, 2012
How to Make Blogging Valuable
To start, what exactly is a blog?
blog/blôg/
Noun: A web site on which an individual or group of users record opinions, information, etc. on a regular basis.
Verb: Add new material to or regularly update a blog.
Derivation: A blog (a blend of the term web log)
One of the most inexpensive, but effective, ways to promote and market your practice is blogging.
Now, I'll admit that "blogging", and the other types of online marketing, may be a bit confusing, but they are valuable, don't cost a great deal and with a little work, can be fairly easy to use.
With blogging specifically, this is a tool that can help direct interested, potential patients to your website where they can get answers on the services you can provide. Blogs create interest and word of mouth.
There are a few steps you should take to make blogging an actual valuable tool to your practice:
- Determine who in your practice is going to be the "Marketing Director." This can be the front desk person, an assistant that is marketing savvy, your Office Manager, you (if you have the time) or someone you hire (if you have the financial resource).
- Hire a local marketing company to teach you the basics of blogging. This won't cost you very much and is an investment that will have a very good return. There are also other online training resources such as www.inboungmarketinguniversity.com, lynda.com, www.recognizedexpert.com, and others.
- Set up a blog site for your practice. You can have this added to your existing website or you can set up a free standing blog. There are many resources you can use for this such as www.blogger.com, www.wordpress.com, www.myblogsite.com and many more.
- Write about things that are useful and helpful to your patients. A blog is not a place to "sell" your practice, but should be interesting and valuable information related to patient interest.
- If you have a free standing blog site, make sure it has a link to your website and vice versa.
- Add an option to your blog where interested and potential patients can make comments, ask questions, etc. This is a way to make your blog more interesting and useful to potential patients. A local marketing company can help you set this up and its something can that can be easily monitored by the "Marketing Director".
- Include a list of websites and blogs that you recommend to your patients. This is called a "blogroll" and will be useful to your readers, but also helps to increase the ranking of your blog and make it more findable.
- Publish blog posts as often as possible, at least once a week, but several times a week would be better.The more you post, the higher search engines will rank your site. Not to mention, that readers will log on to your site more frequently to read new posts, creating that interest you're looking for.
- Have other staff contribute to the blog and writing blog posts.
These are just some immediate actions you can take to increase your online presence, contact more potential patients and increase the number of new patients.
Blogging is actually quite simple and is a very inexpensive way to promote and market your practice. It does work and is a good tool to have for any medical practice.
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